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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Tips & tricks on effective copywriting

Consumed => “Quick Course On Effective Website Copywriting” by Peep Laja on Smashing Magazine.

http://www.smashingmagazine.com/2012/05/18/quick-course-on-effective-website-copywriting

=> My value add (i.e., left a comment)…

=> “What distinguishes top experts from mediocre players is that the best know more. You can write better copy if you know more about it.”

Perfect. And the fact is, this isn’t just true for copywriting. I wish I had a ten’er for every client who expected me to channel their needs&mdashwhatever they might be—by reading their mind. Quality of output is a function of understanding. Simply put, there are no shortcuts.

=> “You need to figure out why people buy the product, how they buy it, what they use it for, and what really matters to them. If you don’t have this figured out, you really cannot write a copy that works.”

Exactly. Message is meaningless without a thorough understanding of motivation. Catchy copy (e.g., tag line) can be cute. But if it doesn’t matrix to motivation then cute will be all you have. Obviously, catchy and cute isn’t enough.

=> “Principle 2: Liking”

Well, not really. I’d like to remind everyone of the famous Groucho Marx quote, “I don’t want to belong to any club that will accept people like me as a member.” The point is, do want people making a decision because of “cool” (as suggested), or because it’s the optimal decision for them to make? You’re not just looking for customers, you’re looking for the optimal customers. Which leads me to my last point…

=> Be mindful of obsessing over simple (short term) conversions. What often matters more is retention (over time). For example, a headline could pull well because of it’s coolness factor. However, once the perceived coolness wears off buyers might regret their decision and move on. How something retains is as important as it converts.

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